Teddy Morrissey, Associate Director, Migraine, AbbVie
Launching a new treatment into the already crowded and competitive migraine market is challenging enough, but Teddy Morrissey was tasked with introducing Qulipta on an accelerated timeline months before the initial plan. To do so successfully, he knew he needed something to help the brand stand out. Then came his “ah ha” moment—he had an idea that by educating patients about the cause of migraine, they would better understand migraine and feel empowered to manage their migraines.
Approximately 14 million people in the U.S. are living with migraine, and while many of them may believe certain actions or lifestyle decisions may trigger their attacks—that is not the case. The root cause of migraine attacks is actually the body’s chemistry, more specifically the calcitonin gene-related peptide (CGRP) protein. Unlike other migraine treatments that were initially developed for other indications, Qulipta was designed with migraine in mind by actively blocking CGRP to prevent attacks.
To get the word out about Qulipta and its unique mechanism of action, Teddy worked on the “Qulipta Can” campaign with CultHealth. The surround sound campaign included a series of videos that used an educational glimpse into the migraine mind and how triggers, CGRPs, and Qulipta all work. Additionally, Teddy and his team further spread the message through rich media, banner ads, discussion guides, find-a-doctor tools, a patient-initiated CRM campaign, and assets within the point of care (wallboard ads, brochures, print ads, etc.).
After just two months, Qulipta saw a 30% increase in NBRx, helping the brand achieve market leadership in just six months into its launch.
